seo increases traffic volumes by 70%

at a glance

RIAS provides car and home insurance to the over 50s market. Historically, most of their business has been phone-based but their target audience increasingly uses the internet as a primary research channel. Insurance is an extremely competitive search market and RIAS was struggling to make an impact on head-tail terms such as “car” or “home” insurance though either PPC or SEO. Our challenge was to increase RIAS’ share of natural search volume and deliver improved efficiencies by integrating SEO and PPC.

RIAS Google search

We used D-View to analyse RIAS’ SEO search traffic and estimated share of search, potential volumes and conversions by matching SEO data with keyword data from PPC. We identified three areas to address:

1. Targeting insurance head tail terms though SEO was not an effective strategy for RIAS. PPC data showed that they generated high levels of wastage via low quality scores and poor sale conversion.

2. We had to increase the volume of “keywords found for” in SEO and hit top 5 positions because we saw a significant drop in click-throuh rate in positions below this on PPC keywords.

3. Our creative and landing pages for both PPC and SEO needed work to improve saliency.

Working in partnership with RIAS’ online marketing and IT teams, and in strong collaboration with other key SEO stakeholders (including their offline media and PR agencies), we developed and co-ordinated a comprehensive remedial strategy that:

1. Increased site authority on long-tail terms by leveraging online and offline display spends to help distribute targeted content with key media owners.

2. Built exposure though PR distribution with news and social networks. We also ran a series of online PR videos, featuring RIAS’ Managing Director. All PR content, including the videos, were optimised by agenda21 around long-tail terms.

3. Improved the quality of the website with site optimisations to increase relevancy towards target keywords.

Crucially, we now know exactly how SEO traffic compares to PPC; the cost of traffic from SEO is 215% cheaper than through paid search. The number of SEO “keywords found for” has increased 300% YOY. Volume of RIAS traffic from SEO has increased 70% YOY.